Porter says many “morning shedding” rituals online have “tipped into the realm of performative beauty”.
While it may have started as genuine self-care, it’s not become about “aesthetic perfection, rather than realistic or sustainable skincare”.
“Many trends may look impressive online, but they often prioritise visual trends over evidence-based practices.”
Mouth taping, another trend that’s part of the “morning shed” routine, claims to improve sleep quality, facial symmetry and even jaw definition.
But while it’s framed as a wellness hack, medical professionals have raised concerns as restricting mouth breathing can be dangerous for people with sleep apnoea or undiagnosed respiratory issues.
Unlike pharmaceuticals, most cosmetic products, including those with sculpting claims can fall into a regulatory grey zone.
This gives brands leeway to imply benefits through marketing language, user testimonials, and influencer content, rather than make direct claims that would require scientific backing.
Porter recommends that people “look beyond buzzwords” and seek out objective perspectives, rather than influencer promotions.
“Be wary of exaggerated promises such as “instant lift,” “snatched,” or “face sculpted overnight,” which often prioritise marketing over science, she adds.